This document discusses integrating social media into a comprehensive stewardship effort. It begins with an introduction to social media and the importance of defining a social media strategy that identifies the intended audience and key platforms. It then provides details on using specific social media tools like Facebook, Twitter, YouTube, and Foursquare for donor engagement and event promotion. The document concludes with suggestions for social media staffing models and questions.

1. Integrating Social Media into a
Comprehensive Stewardship
Effort
Lynne M. Wester
Director of Stewardship and Donor Recognition
Yeshiva University
@donorguru

3. ROAD MAP
• Introduction to Social Media
• Steps to create your Social Media plan
• Social Media tools
• Bringing it all together

4. WHAT IS SOCIAL MEDIA?
“Social media is the ongoing conversation of the
planet.
It is the source of news. It is the connector to the giant
multi-celled organism called planet Earth. As time
goes on, social media is my home on the internet. It
is my home page, the place where I spend the most
time. It is where I do business. It is where I hang out
with friends. It’s where I find out about new
movies, television and other products. It is my diary.
Looking back on my wall, I have a history that is far
richer than any diary or journal.”
Kurt Sonderegger, VP
Marketing, Ploom, http://www.ploom.com

6. “Social Media is Like a Cocktail Party:
Listen Then Respond”
Photo Credit:
The Dana Files

7. Define your strategy:
1. Who is your intended
audience?
2. Where is your audience?
3. Engage your audience in 3-4
platforms and cross-
promote.
4. Continue to build
relationships and engage in
conversation.

8. Internal Stumbling Blocks

9. Managing Identities

11. FACEBOOK
Incorporating
Twitter
Showing and Sharing
Video
Starting a
conversation
Promoting Alumni

12. Donor Badges

15. • Great for event promotion and creating
“buzz”
• Can create a twitter name and/or hashtag
for your event.
• Hashtag is a favorite tool of conferences
and event organizers and a great way for
twitter users to organize themselves.
• Hashtag usage can be tracked in real time
by using services like Twitterfall.com,
Hashtags.org or Twilert.com.
• Retweet function allows “followers” to
easily spread the message about your event
in real time.
 Hootsuite
 Twtvite
 TwitterCamp
 TwitterPoll
 CalTweet
 TwitPics
Twitter

17. TITLE

18. • Great place for video marketing
• Pre-interview keynote speakers for a
conference
• Viral invitation from alumni, dean or
university president or official for reunion
or homecoming celebration.

19. • Overlay ads redirect users to your site
where they can buy tickets to your event.
• YouTube’s Promoted Videos feature attract
viewers and subscribers to your channel, by
displaying your video ad in search results
and in related video content.
• Shared videos on other social media
channels.

21. FOURSQUARE
• Point out traditions
• Tell a donor story e.g., the XYZ
science building
• Share little known facts
• Share information about
landmarks, buildings, and addresses
• Address questions
• Offer rewards and badges to
encourage exploration of the campus
• Share traditions of the school
• Receive advice from alumni

23. Calendaring

24. Sharing is Caring

25. Sharing is Caring

26. Staffing Models
Full time social media
professional
Team/Staff Sharing
Part time position
within already
developed
department
Outsourcing

28. Questions? Comments?
Lynne Wester
wester@yu.edu
www.donorrelationsguru.com
Friend me on Facebook
Follow me on Twitter @donorguru